Prasad Shejale, founder and CEO of LS Digital, an Indian integrated digital business transformation firm, has announced a joint venture with US-based .fearless, a full-service marketing consultancy. The joint venture, named .fear-LS, aims to serve companies in the North American market by addressing the industry challenge of digital friction. Digital friction, an operational disconnect in a customer’s journey, often hinders businesses from optimizing their systems and processes, driving growth, and increasing return on investment.
.fear-LS combines the strengths of both companies to help businesses overcome these challenges. Partnering with .fearless, a leader in marketing consultancy and industry veterans in the US market, aligns perfectly with our global ambitions,” Shejale said. Through this joint venture, we are excited to bring our innovative DBT (digital business transformation) model, developed in India, to the world.
In the first six months, .fear-LS aims to deliver 5-6 digital transformation products valued at $1.2-$1.7 million, with plans to rapidly scale up its presence and market share in the US.
The joint venture will initially target digital transformation companies in the gaming, consumer goods, pharmaceutical, and automotive sectors. Mike Head, partner at .fearless and CEO of the new joint venture, emphasized the importance of domestic expertise to improve credibility in the US market. “We were impressed with LS Digital’s capabilities and seriousness about entering the US market,” Head said.
Addressing digital friction in North America
“The DBT category is growing rapidly in the US. The market is enormous, and the potential for client acquisition is substantial.”
.fear-LS will initially operate out of Colorado, with resources to service a wide geographical area, including the Northeast, the New York Metro Area, the Tri-State region, Connecticut, and the Canadian market.
The joint venture will adopt a measured approach to scaling, with initial efforts focused on understanding market needs and fine-tuning service offerings. The launch of .fear-LS represents LS Digital’s first significant foray into the American market, following successful expansions into the UK, the Middle East, and Australia. Shejale’s journey into digital marketing began in the early 1990s, well before e-commerce took root in India.
An IIT Madras alumnus, he initially worked in software development and backend operations for e-commerce before transitioning into digital marketing. LS Digital has positioned itself at the intersection of media, technology, and creative services, finding its niche as traditional ad agencies began integrating technology into their creative offerings. The company has undergone a series of strategic acquisitions and operational restructuring to streamline its services and create holistic, data-driven solutions for brands.
As LS Digital continues its global expansion, the company remains committed to its vision of holistic digital transformation. With its blend of media, creative, and technology expertise, strategic acquisitions, and partnerships, LS Digital is well-positioned to become a significant player on the international stage.
